8 generative engine optimization best practices your strategy needs Despite what the headlines would have you believe, artificial intelligence (AI) isn’t new. The term and early technology date back to the 1950s, but generative AI (which emerged in the 2010s) is undeniably new terrain. With both leaving their mark on consumer search behavior, marketing strategies like generative engine optimization (GEO) are not just becoming popular but essential. But that doesn’t mean generative trauma ensues. Let’s unpack how your business and marketing team can navigate the changes, unknowns, and competition with generative AI SEO best practices. Table of Contents What is Generative Engine Optimization? Why generative engine optimization matters now Generative engine optimization best practices you can implement today Common generative engine optimization pitfalls to avoid Frequently asked questions about generative engine optimization best practices Generating Generative Success What is generative engine optimization? Generative engine optimization (GEO) is about making your website and content easy for AI-powered search tools (like ChatGPT, Gemini, Perplexity) to find, understand, and cite. When someone asks one of these tools a question, the AI systems scan content across the web to create an answer. It doesn’t give you a list of resources that could be helpful, like search engine optimization, but it aims to directly answer your question while citing websites it thinks are reliable. GEO helps your content get chosen as one of those lucky resources. TLDR: SEO gets you on the party guest list (SERP)....

Generative engine optimization for small business: How to win with a small budget in 2026 In a past work life, I stole search rank positions #1 and zero and even featured snippets from much larger companies, including HubSpot. That’s why I firmly believe bootstrapped small-to-medium-sized businesses (SMB) can compete with big-budget corporations. Strategies like SEO, social media, and generative engine optimization for small business make it possible. I know what you’re thinking, “GEO for small business? Not another thing to add to my plate." But generative engine optimization (GEO) doesn’t actually mean a complete overhaul of your marketing. It‘s an evolution of what you’re likely already doing with SEO — just adapted for a world where AI referral traffic to SMB websites increased by 123% in just a matter of months. GEO doesn't demand more time; it demands smarter use of the time you already have. This guide will show you exactly how, without draining your budget or hiring a specialized team. Table of Contents TLDR What is generative engine optimization for small business? Why Generative Engine Optimization Matters Now for Small Businesses How to Do Generative Engine Optimization for Small Business Generative engine optimization best practices for small business Generative engine optimization for local content Recommended generative engine optimization software on a budget FAQs about Generative Engine Optimization for Small Business Do small businesses need GEO? TLDR Generative engine optimization (GEO) helps small businesses get cited in...

24 generative engine optimization statistics marketing leaders should know I never thought I‘d see the day when "Googling" something and sifting through links would become passé. But, like many marketers over the last year, I’m seeing a massive shift in how people find brands, products, and answers online. More and more consumers are getting their answers directly from AI platforms like ChatGPT, and marketers are leveraging generative engine optimization (GEO) tactics to boost brand awareness and get cited by AI answer engines. Not sure if GEO is worth all the hype? No worries, I rounded up some Generative Engine Optimization statistics to show you how crucial GEO is in modern digital marketing. Table of Contents Why generative engine optimization is so important now Generative engine optimization statistics marketing leaders should know Frequently Asked Questions about Generative Engine Optimization statistics. Why generative engine optimization is so important now Generative engine optimization is crucial to digital marketing now because the way consumers search for products and services has changed significantly over the last few years. When I first entered the digital marketing industry, consumers typically searched for answers by plugging inquiries into search engines like Google. They'd then browse the top links Google provides until they found the answers they were looking for. Now, consumers are asking questions to AI systems like ChatGPT, Google AI, and Perplexity, and these systems are providing direct answers rather than links for users to sift through. As a...

How to structure pages for AEO and answer engines: A quick-start guide The way consumers search for answers online has changed over the years. Instead of typing a keyword or query into search engines like Google, people are typing their questions directly into engines like ChatGPT to get direct, no-frills answers. So, instead of optimizing for SEO, marketers need to know how to structure a page for AEO (Answer Engine Optimization). Like many marketers, I found learning to optimize content for AEO challenging. Fortunately, you don‘t have to struggle like I did, because I’ve crafted this guide on structuring your content for AEO. Keep reading for a walkthrough of page structure, key elements of AEO, and answers to frequently asked questions. Table of Contents Why is page structure so important for AEO? How to structure a page for AEO Best tools to structure a page for AEO 2. Schema Markup Tool: Google's Rich Results Test 3. Content Analysis Platform: Clearscope or MarketMuse 4. AI Writing Assistant: Claude or ChatGPT (Plus or Enterprise) Tips for structuring a page for answer engines Frequently asked questions about structuring pages for AEO   Why is page structure so important for AEO? Page structure is critical for AEO because of how answer engines synthesize content. In the past, we marketers would format our blog and website content so that search engines could “crawl” our pages, looking for keywords and backlinks to determine...

B2B Email Marketing: How to use email to drive B2B pipeline growth If you‘ve ever wondered why B2B email marketing still dominates as a revenue-driving channel in 2025, you’re not alone. Despite the rise of new marketing platforms and AI-powered tools, B2B email marketing remains one of the most reliable ways to nurture leads, accelerate pipeline, and actually close deals. When done right, email provides the space to build trust, educate decision-makers, and stay top of mind throughout the entire journey. In this guide, I'm walking you through how to build a B2B email marketing strategy that actually drives revenue, from segmentation and automation to the metrics that matter to your leadership team. Table of Contents What is B2B Email Marketing? Why B2B Email Marketing Drives Pipeline How to Build a B2B Email Marketing Strategy The Mindset Shift That Makes This Work B2B Email Segmentation and Personalization B2B Email Automation Workflows to Set Up First B2B Email Marketing Best Practices Checklist B2b Email Templates and Examples That Work B2B Email Marketing Software and Tools to Use Frequently Asked Questions About B2B Email Marketing What is B2B Email Marketing? B2B email marketing refers to businesses sending emails to other companies, as opposed to individual consumers (B2C). For example, instead of trying to convince someone to buy a new pair of sneakers for themselves, you‘re reaching out to a company’s purchasing manager to discuss enterprise software, bulk...

How successful marketing teams are optimizing performance in 2026 (and what metrics they’re tracking) HubSpot’s 2026 State of Marketing report uncovered some good news: 65% of marketers are meeting or exceeding their performance benchmarks. But that success doesn’t happen by accident. Behind those results are clear priorities, rigorous testing, and a sharp focus on the right metrics. This post explores how the most successful teams are optimizing performance in 2026, and which KPIs they trust most to guide their decisions. Table of Contents Why Performance Optimization Matters in 2026 The Top Marketing KPIs to Track in 2026 Marketing Optimization Trends to Expect in 2026 How to Optimize Marketing Performance Why Performance Optimization Matters in 2026 Marketers report that their budgets are facing more scrutiny than in past years, and expectations are rising. Leaders want to tie revenue to marketing activities, which means every line item in their budget needs to deliver an ROI. Major roadblocks to success include: Measuring marketing ROI (33%). Generating quality leads (29.6%). Keeping up with platform and algorithm changes (29.8%). Sales and marketing misalignment (27.6%). Effectively using AI (25.7%). That means that marketers can’t afford to set a campaign and let it run for months without checking on the results. Measuring, analyzing, and optimizing should be quick and frequent, allowing brands to double down on what works best. The Top Marketing KPIs to Track in 2026 Based on HubSpot’s...

The gentlemen’s agreement that netted 210,000 subscribers. “SMASH that like button,” the host says, and your eyes roll back so far you can see your own medulla. “And don’t forget to subscribe!” If you make videos, podcasts, or social media posts, you know you should be encouraging engagement. But if doing so makes you feel like you need a shower, this story is for you. Today, the producer of My First Million shares how they turned boring engagement farming into shared language that their audience willingly (and joyfully) spreads — netting 200k subscribers in the process. The team calls it “The Gentlemen’s Agreement.” And you should absolutely try something similar. Gentlemen, behold. Entrepreneurs Sam Parr and Shaan Puri didn’t set out to be podcasters or YouTubers. “They were operating in the mindset of ‘We’re creating this for us, and if people watch it, great,’” says Arie Desormeaux. “They weren’t identifying as content creators.” So when the show started to organically pick up followers, they had to decide whether to do all the things that content creators are “supposed” to do: Ad breaks. Engagement farming. Begging for subscribers. Desormeaux is a senior producer for HubSpot Media and one of the minds behind the ongoing success of My First Million, which currently boasts almost 900,000 followers. But it didn’t start that way, and she shares with me the thinking behind one of their early moments of explosive growth. “Instead of doing something we should be doing, just...

Best loop marketing tactics for the era of AI-powered marketing Marketing funnels aren‘t cutting it anymore, and you’ve probably felt it in the form of declining traffic, scattered buyer journeys, and tactics that worked last year falling flat today. That's why HubSpot introduced loop marketing tactics, a four-stage framework designed to help you adapt and grow in the AI era. Unlike traditional funnels that assume buyers follow a linear path, Loop Marketing creates continuous cycles of learning and optimization that become sharper with every use. In this guide, I‘ll break down exactly what loop marketing tactics are, why they outperform funnels, and how to implement them step-by-step, even if you’re still running funnel-based campaigns. Let's dive in.   Table of Contents What is loop marketing? Why loop marketing tactics beat funnel marketing tactics in the AI era Loop marketing tactics by stage Stage 2: Tailor (Personalize Your Messaging) Stage 3: Amplify (Expand Your Reach) Stage 4: Evolve (Optimize Continuously) Frequently Asked Questions about Loop Marketing Tactics What is loop marketing? Loop Marketing is a four-stage playbook that combines artificial intelligence with human strategy to drive growth. The loop marketing playbook relies on teams of humans and AI to work together to reach and delight consumers in a world where AI answers questions before potential buyers have a chance to click on a website for answers. The four stages of loop marketing are as follows, and I'll dive into...

What is Answer Engine Optimization (AEO) and how does it change SEO? If you‘re familiar with the world of SEO, I probably don’t have to tell you there's been a serious shift in its landscape. Marketers are no longer just optimizing content for Google‘s traditional blue links; we’re now optimizing for AI. The shift is called Answer Engine Optimization, or AEO. Some practitioners also refer to it as AI engine optimization, and both terms are used interchangeably. But what does it mean to optimize your content for AI engines? I'll explain. Table of Contents What is answer engine optimization? AEO versus SEO AEO versus GEO Which Answer Engines Should You Optimize For? How to Build an AEO Plan That Works How to Measure and Report on AEO Success Frequently Asked Questions What is answer engine optimization? AEO is the practice of optimizing your content so that AI systems cite you as a source and feature your information in direct answers. AEO helps content show up in ChatGPT responses, Google's AI Overviews, voice assistant answers, and essentially anywhere an AI is serving information instead of just links. But AEO isn't here to replace your SEO program. In fact, think of them as business partners. Traditional SEO focuses on achieving high rankings in search engine results. AEO focuses on being the answer that AI systems pull from and cite. The goal shifts from “get people to click to your site” to...

Generative Engine Optimization Tools that Marketing Teams Actually Use If you‘ve noticed your brand appearing less frequently in ChatGPT answers, you’re not alone. Savvy marketers are using generative engine optimization tools to address this issue. These tools help your content get cited by AI platforms, rather than being buried under competitors. Fortunately, I spend way too much time monitoring how content performs across different platforms (an occupational hazard of being a marketer), and I've watched GEO tools evolve from experimental technology into genuinely helpful software that marketing teams actually rely on. In this guide, I'll break down what generative engine optimization tools actually do, how they complement your existing SEO strategy, and which ones are worth your time and budget. Table of Contents What is a generative engine optimization tool? GEO software vs. SEO software How Generative Engines Choose Sources Generative Engine Optimization Tools that Marketing Teams Actually Use 1. HubSpot Marketing Hub with AI Search Grader 2. GEO Ranker 3. Profound 4. SEO.ai 5. Letterdrop Frequently Asked Questions About GEO Tools What is a generative engine optimization tool? A generative engine optimization tool is a software that helps create and improve digital content to increase its visibility and inclusion in responses from AI platforms like ChatGPT, Google AI Overviews, and Claude AI. Basically, GEO tools analyze how AI models like ChatGPT and Claude “read” and prioritize content, then give you recommendations on structure, formatting,...